Megatrends

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Fortified/Functional Beverages in Mexico

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Executive Summary

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PROSPECTS

Affordability drives sales of FF beverages

In 2017, sales of FF beverages registered a positive performance due largely to the affordability of these products when compared to other alternatives. For example, fortified juice drinks brands in juices such as Bida (Jumex) and Valle Frut (Del Valle) were offered at MXN9.

Manufacturers focus on energy-boosting properties and general wellbeing

Over the review period, popular properties in FF beverages included energy-boosting and general wellbeing. A common claim was “with added minerals and vitamins”, which offered general wellbeing positioning.

Product claims and regulation

It has long been common practice in Mexico to fortify products with vitamins and minerals, particularly when intended for children. However, FF beverages are not perceived as helpful in terms of specific usage, such as countering obesity, controlling weight or providing specific health benefits.

COMPETITIVE LANDSCAPE

Coca-Cola Mexico helps drive FF beverages

In 2017, Coca-Cola Mexico continued to be one of the leading players in FF beverages, just trailing Pepsi-Cola Mexicana. Coca-Cola Mexico offers a very popular brand in juice drinks called Valle Frut, which is fortified with vitamins A and B1.

Qualamex maintains its dynamic growth

Over the review period, FF energy drinks registered a strong performance, driven by the growth of affordable alternatives such as Qualamex’s Vive 100. With significantly lower prices than those offered by other energy drinks, this player’s successful marketing strategy also included distribution through street vendors, in addition to modern and traditional retailers.

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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Mexico with research from Euromonitor's team of in-country analysts.